Titlebook: Canada-UK Bilateral Trade and Investment Relations; Peter J. Buckley,Christopher L. Pass,Kate Prescott Book 1995 Palgrave Macmillan, a div

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B. Buisson,F. Picard,D. Bertranditiveness, that is ensuring that their business focus enables them to turn good performance results into potential for future competitiveness. Firms which rest on their laurels and expect their past successes to carry them through into the future are likely to atrophy and die.

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a bilateral (Canada-UK) and regional bloc (European Union-North American Free Trade Association) setting. Part 1 examines Canadian-UK trade and investment flows and policies. Part 2 presents an empirical investigation of the experiences of a sample of Canadian firms with business interests in the UK

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The Survey: A Profile of the Firms and their Industriesnadian firms. Personal, in-depth interviews were conducted with senior executives of leading firms of both countries in late 1992 and early 1993. Interviews covered 15 UK and 10 Canadian firms. These interviews took place with senior managers, usually at Director level, responsible for the international strategy of the companies.

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Conclusionon both sides of the Atlantic has accelerated with the creation of the Single European Market and the North American Free Trade Agreement. The context of bilateral trade and investment has altered and this suggests that the strategic decisions of the main actors, the trading and investing companies, will adjust to these new realities.

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Foreign Market Servicing Strategiesfor takeover by the large firms, or are cut back to become specialist producers. All these changes have important ramifications for foreign market servicing; changes in the nature of international firms are altering the way in which they service their international markets and are giving rise to new trends in market servicing on a global scale.

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Economic Integrationn others. Here then we are looking for examples of firms for whom their own economic region has become more of a key target market — and the impact this is having on their traditional business activities around the world.